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Experiential Marketing and Swadeshi Movement in India

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Experiential Marketing in recent years is catching the momentum and more companies are gearing up to start such campaigns to attract consumer’s attention emotionally, practically and rationally. Its aim is to create some kind of connection between a product and consumers. It allows consumers to respond to a product emotionally and/or practically. Experiential marketing campaigns need to be creative and ad campaigners must be aware of their target audience and site locations.

Gone are those old days when advertisements used to be jingles or mere a poster, now there is a steep increase in the number of television ads which involve the viewers emotionally, either through their sense of humour or by leaving tears on their eyes but still getting a positive attention towards their product. However, experiential marketing is not restricted to the television ads, but various campaigners have used their creativity to attract the consumers to their product by allowing them to interact with the advertisement in the physical world.

Some Interesting Examples of Experiential Marketing

 

One of the recent and very popular experiential marketing campaign was executed by Coca Cola in National University of Singapore. A vending machine was installed which would give a free can of Coca Cola when hugged tightly, this became very popular with students of the university and the campaign became very popular worldwide that almost all the major business and news journals covered it. It was a creative idea implemented by Oglivy and Mather of Singapore for the cola company. Leonardo O’Grady, ASEAN IMC director of the Coca-Cola Company explains: “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”

 

coca cola hug machine
Coke Hug Machine in National University of Singapore, Source unknown

World renowned automaker Volkswagen surprised newsreaders in India on 21st September, 2010 by giving them the first of its kind experience of a talking newspaper. As soon as readers opened the Times of India or The Hindu newspaper; a light sensor would activate a recorded advertisement announcing the arrival of “a perfectly engineered car” – the Vento. It not only did help Volkswagen, but also the newspaper companies which received appreciations by the readers. This creative idea was implemented by DDB India. Speaking on this, Lutz Kothe, head of marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said “At Volkswagen, innovation is a way of life, it extends beyond our cars to even the way we communicate which reflects in this initiative.”

 

BBC see both sides of the story
BBC World ‘See both sides of the story’ ad

 

BBC started utilizing the corner walls for their campaign “See both sides of the story” this advertisement literally allowed the public to see the two sides giving the message that BBC has an unbiased approach and covers both the sides of the news from every point of view.

 

Folgers coffee street ad
Folgers Coffee Street Ad
Folgers coffee in New York City turned ordinary man holes into steaming cup of hot coffee. In the busy city like new york where finding a banner space to showcase your ad is also difficult, Folgers came with an idea of using man holes for their advertisement campaign. Which no one would have ever thought of before, it is not just extremely creative, but it is also impossible to be missed as millions of people walk on the streets of New York everyday.

 

duracell escalator ad
Duracell Escalator ad

 

Duracell used the escalator’s base to advertise their batteries. The campaign involved placing a 3D sticker of Duracell batteries showing as if the escalator is being powered by their batteries. This gives an impression of the high power and potential of their product, although it may not be possible to power a whole escalator with a pair of two standard AA size battery cells.

 

While all over the world innovative ideas have been coming up to create a difference on how consumers behave towards their product, Television ads have reached a new high in attracting consumers with their all emotions involved as people cannot interact as much physically as in real life, the only scope for the advertisers is to directly strike consumer’s passion and emotions.

Swadeshi Movement Connection

 

In India, Indian companies have been using experiential marketing with the formula of their national identity. Time to time companies create advertisements to make Indian consumers aware of their Indian origin. Such campaigning idea has its roots in Swadeshi movement. It was a movement to weaken British Empire in India economically and create better economic conditions within India and Indian people by abjuring English products and using only Indian made and Indian origin products. As described by Mahatma Gandhi, the movement was of utmost important  for swaraj (self rule). The movement was mainly propelled by Aurobindo Ghosh, Lokmanya Bal Gangadhar Tilak, Bipin Chandra Pal and Lala Lajpat Rai who were full with enthusiasm and anger after the partition of Bengal.
People gathered and burnt all the imported clothes and products they had, they boycotted buying any foreign product, even imported sugar. Local industries, handicrafts, small scale workers and farmers gained a lot, creating a better integrated economic structure among Indians and demoralizing English rulers whose one of the main purpose of being in India was its market.
Indian companies are still active in tapping that general mindset among Indian people and making them realize their greatness as their products are of Indian origin. It could be another form of experiential marketing as it is only on television, but still allows consumers to interact with their emotional senses. Watching such advertisements on television, consumers are able to connect to those times when their ancestors or they themselves had struggled to get rid of the foreign rule. It fills the public with enthusiasm, patriotism and passion and allows them to better interact emotionally with the product.
Today almost all the major Indian brands have harnessed the potential of Swadeshi movement in the current scenarios. Videocon coming with the tag line “Indian Multinational” in their ads became very famous at the time when Indians realized that the country is moving ahead with a very fast pace. Indian actor Shahrukh Khan would appear on the television sets and say “the Indian Multinational”.
An Indian man would appear on the television screens flying from India to the different countries showcasing the cultural icons of those countries, chanting “vande matram” Aditya Birla Group came up with the tagline “Taking India to the World”, making Indians realize the value of their company how they are making the brand name “India” more popular in the world.
TATA group came with an advertisement showing a little girl how proud she was to see an Air conditioner, which is still out of reach from for many Indians living in Indian villages. The girl insists on Voltas Air conditioner’s Indian origin and says “India ka AC” (Air conditioner of India). Voltas air conditioners are considered to be cheaper, more efficient and powerful.
When India opened its doors for the international companies after liberalizing its economy in favour of globalization in 1991. There was a fear that local Indian companies might lose in competition with the matured brands from the developed world. However, today almost in any sector Indian companies are able to outperform their foreign counterparts. There are many reasons for this, one being that Indian markets were opened quite at later stage when government had realized that Indian companies have got matured enough. But one of the major reason is also that Indians of today’s generation have started preferring India brands once again which is indeed because of such advertisements that connects people to Swadeshi movement.

Taking example of the auto industry, three out of top four auto companies in India are Indians by their market share. Leaving behind other companies who have a great foothold all over the world.

  1. Maruti – 40% (India)
  2. Hyundai -13.88% (South Korea)
  3. Tata – 13.12% (India)
  4. Mahindra – 7.89% (India)

Source: rediff.com

Recently India observed telecom revolution, which has penetrated even the remotest parts of India, this was due to the result of aggressive competition between government-private and private-private companies. Today almost all the big names in India like Tata, Aditya Birla Group, Videocon, Reliance, Bharti are in telecom business. Again among the top four mobile carrier services in India, three are Indians.

  1. Airtel
  2. Vodafone
  3. Idea
  4. Reliance
When it comes to bank, Indian banks receive tough competition from global players like Citibank, HSBC and Deutsche Bank, however when it comes to the best banks in India including foreign and domestic, all top seven positions are occupied by the Indian ones.

 

best banks in india
Source: Business Today

 

Experiential marketing is anything that allows users to interact with their products either physically or emotionally. Some creative campaigns can become so popular that they might start attracting consumers out of the targeted area bringing more profit, revenue and popularity. Implementing such creativeness could be costly, but if researched and analyzed properly, it can bring good results, especially brand popularity and name.

 

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Sanskar Shrivastava is the founder of international students' journal, The World Reporter. Passionate about dynamic occurrence in geopolitics, Sanskar has been studying and analyzing geopolitcal events from early life. At present, Sanskar is a student at the Russian Centre of Science and Culture and will be moving to Duke University.

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Dropshipping: How to start a hands-free online business

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Online Banking

No inventory, no headaches. This is the basic fonament of dropshipping selling model, so If you are thinking to start a new business from home, in this article we analyze the main advantages and disadvantage of drop shipping.

Dropshipping can be a real way to make a little bit of money on the side, all you have to do is work hard and choose a product of your interest as health and beauty, video games, wholesale gadget parts, music, candles or whatever you like yourself.

But, how dropshipping works? There are three different parts to this business model, the suppliers, the e-commerce store or dropshipper and the final customer. And four steps to make it all work together.

In the first place, you will have to list the supplier product on your e-commerce store for customers to buy. Afterwards and in second place, the customer can purchase something from your e-commerce store. The third step comes when you order that same exact product that the customer paid for, from your supplier. So finally your drop shipping supplier will ship this product directly to your final customer, and they will receive the item that they have ordered from your e-commerce store.

Easy right? You will receive the money you sold your product for and the supplier will charge you the wholesale price. So your profit will be the difference between the retail price and the wholesale price that you will pay to your dropshipping suppliers.

How to find products to sell online?

It is time to find products to sell and push for those items you think will succeed and customers will purchase. A good way to start is by importing items from China which will translate into better profits for your e-commerce.

China brands and chinese dropshippers are becoming very popular because they wholesale products with high-profit potential, as a double stereo Bluetooth with DSP for 27.62 dollars, that it can be sold for the retail price of 46.95 dollars. The benefit will be huge.

Or a popular set of knives ship free, a good opportunity to increase your earnings and avoid to invest in shipping. This little opportunity will make the difference in your new e-commerce. Millions of people buy knives every day as they are incredibly useful in the kitchen and required for many outdoor activities like trekking, camping or scuba diving.

Disadvantages and advantages of Drop Shipping

Even If the high-profit opportunities exist, they are not common. In general, low margins are the biggest disadvantage of operating in a highly competitive niche. E-commerce stores need so little in getting the business started, that they can afford to operate in such a low margins.

The inventory issues are another disadvantage of drop shipping. When you are sourcing from multiples suppliers, inventory changes on a daily basis, but to mitigate this problem you can start stocking some of your items. Shipping complexities If you work with multiple warehouses and supplier errors fulfilling the orders can be also tricky to face.

However, the benefits can be very good If you want to make it work and you have the time to invest. The biggest advantage of drop shipping is that you can launch an e-commerce store without having to invest much money in front. With this business model, you don’t have to purchase an item unless you already made the sale and the final customer has paid.

It is possible to work from anywhere as long as you have the internet connection, so make sure you can communicate with suppliers and customers easily. Another big advantage is that is easy to scale, as most of the work to process additional orders will be borne by the suppliers, allowing you to expand and create a better customer service and build the base of a good marketing strategy. So as the popular saying proclaims, If it is too good to be true, it probably is.

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Managing A Renovation Project

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Northeast_View_in_the_East_Room_during_the_White_House_Renovation-06-21-1951

Starting a renovation project can be a big challenge. It is not as simple as the shows you see on TV, a huge amount of planning, legal stuff and sourcing goes on before the work even begins.

Managing a project like this can be a complex affair which is why you need to make sure you know exactly what to do at every stage, and leave no stone unturned.

  1. Assess the Building’s Condition

Before you start to plan a renovation project you will need to know exactly what you are dealing with. You will need to visit the site and run a full check to see if the building is structurally sound, if the foundations are stable and what cosmetic touches you will need to do.

  1. Stop Deterioration

When you have assessed the current situation of the property you intend to work on, you will also want to make sure that no further damage occurs as you prepare for starting work on the project. You may need to put up scaffolding to keep the building supported or board out floors and the roof to prevent damp getting in.

  1. Check for Grants

It is not likely that you will get a grant for your restoration project, but it is certainly worth looking into. If the building you are working on is listed you may be given funding to carry out the work and make sure that the building’s integrity is kept.

  1. Apply for Permission

One of the most boring and long winded parts of renovation is getting the permission to carry out the work in the first place. As soon as you know you want to start a project, get your application for planning permission, listed building consent and any other things in. It may take a few weeks for the results to come back so it is always worth doing it as soon as you can.

  1. Structural work

The first thing you will need to do in terms of working on the property is making sure that the building has water, electrics and gas supplies- as well as being weatherproof. It may take some installation, plastering and insulating to get the building ready for the rest of the work you plan to do.

  1. Demolition

There may be certain parts of the building that you plan on knocking down and salvaging, so once you’ve stabilised the main structure you can go ahead and do the groundwork.

  1. Issues with Damp

If you are working on an old building, you will find that it is much more likely to be damp than a more modern one. This is because older buildings are made with solid walls. Because of this there is no airflow going through the bricks and therefore condensation builds up much more easily causing damp and mould to grow. To get rid of the damp you may need to call someone in to help you identify the source and to seal up any potential holes for water to enter the home.

  1. Check Drains

Sometimes you may find that the drainage around the property is damaged or blocked- and this can be another cause of damp in the home due to water becoming logged underneath the foundations. You will also want to check what’s connected to which part of the house, and you can do this by putting different coloured food dye down the sink and having someone inside a manhole seeing where the water comes out. It will show you whether your drains are in working order or if they are blocked.

  1. Plan Access

With a large project like this you will need lots of heavy equipment and machinery. Make sure that you have the ability to get the large diggers and other machines to the site without being an inconvenience to the surrounding public.

  1. Managing employees

It is not easy to manage a full group of trade people, but it will be required if you are to work on a large project.  If you are going to be overseeing the development of a home extension or a large row of homes, you will need to make sure that before the work begins you lay out the guidelines, safety laws and provide training to your workers. If anyone gets injured during the construction they could go to a lawyer like Hofmann & Schweitzer if you do not take the time to write down every regulation. It could be worth going over it with a lawyer before your employees sign it.

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New Business Approaches

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Business, like anything in life, can sometimes become a bit stale. Sometimes you need to refresh your approaches to give it that new lease of life that is so badly needs. But, sometimes it is unclear, and you’re not sure which direction you need to take to get the best out of your business. It is something that everyone goes through at some point, but is something that can be easily solved. All you need to do is know your business, and do a little research. Luckily for you, this article is going to give you a bit of advice if you’re stuck with knowing what to do.

Customer Focused

Somehow, this is where a lot of businesses lack. They’re so money driven that sometimes they can lose track of the bigger picture, and the people who matter the most. The customers. They’re ultimately who are going to be giving you the money you so badly desire, so keeping them at the forefront of your mind should be something you’re always trying to do. Even little things like making sure your office is immaculate when customers come in is going to make the difference between a sale or not. If they see somewhere that looks a bit dirty and dingy, they’re not going to want to do business. People prefer places to look tidy and smart. Custodial services aren’t that expensive, so if you know you’re rubbish at keeping the office clean, this might be worth looking into. Another way of making sure your customers are always happy is by doing questionnaires. These can be done either when they come in the store, or online anonymously. This feedback to your should be invaluable.

Marketing

Marketing should be a big approach for any business. If you’re not currently marketing yourself, you really need to look into why it’s important and how your business will benefit from it. If you are marketing already, then you’re already on a step in the right direction. The only downside to marketing is your approaches can sometimes become a little stale. What once used to work for you might not work now. This is where a fresh approach is definitely needed. Do some online research and see which methods you might be interested in. If you haven’t tried it before, SEO and link building is a really good way of gaining your business exposure. It is a risky game, so you are going to be better off hiring a consultant, but it’s definitely worth doing in the long run. Be warned though, you won’t see results straight away, and it is on the more expensive side of marketing. If you’d like to try cheaper ones, then radio or social media marketing might be the route to go down for you. It just might be the case that you don’t get as much exposure from methods such as radio.

New business approaches are bound to only do good for you. Above are just two ways in which you can make your business better.

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